How Isaac French Built a Viral Cabin Camp—and Sold It for Millions
May 7, 2025
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Isaac French, a hospitality developer and Instagram sensation, shares his inspiring journey from bookkeeper to the creator of Live Oak Lake, a viral Nordic-inspired micro resort in Texas. He reveals how he achieved 95% occupancy in its first year and sold it for $1 million per key. Isaac discusses overcoming hurdles like construction challenges and an Airbnb suspension, along with strategies for direct bookings and harnessing social media. He emphasizes the importance of storytelling in crafting unforgettable guest experiences and navigating the complexities of cabin camp development.
Isaac French transitioned from accounting to hospitality, creatively designing Live Oak Lake while overcoming industry challenges and regulatory hurdles.
His innovative marketing strategies, including collaborations with influencers, significantly boosted visibility and direct bookings, highlighting social media's impact.
Focusing on guest experience through thoughtful design and emotional connections resulted in high occupancy rates and repeat visitors, enhancing overall success.
Deep dives
From Accountant to Entrepreneur
Isaac French transitioned from being an accountant to a successful entrepreneur and hospitality developer. He dreamt of creating a unique village of Nordic-inspired cabins, which culminated in the establishment of Live Oak Lake. Despite having limited experience in real estate, Isaac tapped into his creative background to design and manage the construction of the cabins. His journey highlights the importance of embracing one's passions and pushing through initial obstacles to achieve uniquely personal projects.
Innovative Marketing Strategy
After securing a suspension from Airbnb shortly after launch, Isaac pivoted his marketing approach by collaborating with local influencers. This partnership involved an Instagram giveaway that generated over $40,000 in bookings from a modest $950 investment. Realizing the power of social media, he committed to building a direct following, which accounted for 80% of his bookings in the first year. This shift underscored the significant role that branding and online presence play in the success of short-term rentals.
Navigating Regulatory Challenges
Isaac tackled various regulatory hurdles when developing Live Oak Lake, particularly concerning zoning and utilities. He emphasized the importance of understanding local regulations to avoid restrictive ordinances that could hinder development. Drawing on creative solutions, he engaged with local authorities early in the process to communicate his vision and navigate permitting successfully. His approach demonstrates that thorough research and proactive communication are essential for overcoming development challenges.
Honing the Guest Experience
At Live Oak Lake, Isaac prioritized creating a meaningful and memorable guest experience through thoughtful design and hospitality. He focused on crafting the guest journey, from personalized messaging to tailored welcome gifts, fostering emotional connections with visitors. The combination of beautiful architecture, natural surroundings, and a strong hospitality ethos enhanced the overall experience, leading to guests returning multiple times. This emphasis on guest satisfaction showcases that a cohesive narrative and attention to detail are key to successful hospitality ventures.
Successful Sale and Future Endeavors
Isaac eventually sold Live Oak Lake to an institutional buyer for $7 million, after extensive negotiations and proving the property's financial success. Throughout the selling process, he learned valuable lessons about the importance of legal and financial counsel in real estate transactions. The sale not only validated his hard work in developing a unique hospitality experience but also opened doors for him to consult on future projects. His journey reflects the potential for well-executed, experiential designs to capture attention and drive significant returns in the burgeoning hospitality market.
On this week’s episode, Avery is joined by Isaac French, a creative powerhouse who went from bookkeeper to hospitality developer and Instagram sensation. Isaac shares the remarkable journey behind Live Oak Lake, a Nordic-inspired micro resort he designed and built from scratch in Texas—achieving 95% occupancy in year one and ultimately selling to an institutional buyer for $1 million per key. He discusses the challenges of construction, overcoming an Airbnb suspension, and the science behind direct bookings and social media growth. Isaac also dives deep into experience-driven design, micro resort feasibility, and the power of storytelling in creating unforgettable guest experiences.
For more information on how to get into short term rentals, read Avery’s books:
Smarter Short Term Rentals - Buy it on Amazon Short-Term Rental, Long-Term Wealth: Your Guide to Analyzing, Buying, and Managing Vacation Properties – Buy it on Amazon
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